Dive Brief:

• Shopify recently introduced built-in support for 3D models and video. The feature would allow merchants to upload 3D models or videos directly to their product pages without the need for custom code or a third-party app, the company announced in a blog post.

• Merchants can now upload explainer videos, teasers, testimonials and other content directly to Shopify, the company noted.

• The company said 3D models in augmented reality have increased conversion rates by up to 250% on product pages.

Dive Insight:

Shopify has enhanced its digital commerce offerings to cater to merchants. The rollout of its 3D models and video features builds upon Shopify's previous AR offerings.

Luxury retailer Rebecca Minkoff has been using 3D models on its Shopify project pages since fall 2019, and said customers were 65% more likely to make a purchase after viewing a product in AR. Shoppers want to "understand the texture and structure of every bag, and envision how they'd feel wearing each piece in a collection," Rebecca Minkoff CEO Uri Minkoff said regarding the technology.

Shopify has also recently introduced new point-of-sale tools for physical stores, launched a fulfillment network for its small- to medium-business customers and introduced a chatbot which allows businesses to have real-time conversations with customers.

Other retailers, including Sally Beauty, Wayfair and Ikea, are testing out or introducing their own AR, AI and 3D tools to allow consumers to experience products before buying them.

Other platforms have been adding new features to support emerging merchants in recent years. In 2018, Amazon launched Amazon Storefronts to showcase small and mid-sized businesses, and in August, the e-commerce giant developed 150 new tools and services for third-party merchants. Plus, eBay also introduced an Image Cleanup tool in March to help sellers better present their products.